Getting sedentary midlife and older adults to change their physical activity behaviors was the intent of Active for Life (AFL), a social marketing campaign supported by the Robert Wood Johnson Foundation (RWJF) and planned and implemented by AARP. The campaign encouraged adults older than age 50 to engage in moderate physical activity for at least 30 minutes a day, at least five days a week. AFL tested the effectiveness of this physical activity directive by conducting targeted physical activity campaigns in two cities: Madison, Wisconsin and Richmond, Virginia. 

AFL provided researchers with a unique opportunity to study whether it is possible to change the physical activity behaviors of midlife and older adults, and to do so within the context of a broad-based social marketing approach. Research results suggest that the multi-faceted AFL campaign contributed to increases in self-reported physical activity among midlife and older adults in both Richmond and Madison.  In addition to this success, many lessons were learned, and some of the key lessons are summarized in this document.